Real Estate SEO Case Study

[Client name], a property agency in [City], wanted to stop relying on paid portals for every enquiry. Over [6] months we rebuilt their site structure around neighbourhoods and property types so buyers could find them directly on Google.

The Challenge

Most of the agency's listings were thin pages with copied developer descriptions, and expired properties stayed live with no redirects. Google was indexing hundreds of near-duplicate URLs while the pages that mattered, such as area guides and service pages, barely ranked.

Large property portals dominated the broad search terms, so competing head-on for phrases like "houses for sale" was not realistic. The agency needed a way to capture high-intent local searches that portals cover poorly.

Our Solution

• Ran a full technical SEO audit covering crawl budget, duplicate listings, canonical tags and page speed on mobile.
• Set rules for sold and expired listings: redirect to the matching area page or keep the page with a clear "sold" status.
• Created dedicated location pages for each target neighbourhood with local prices, schools, transport and live listings.
• Added RealEstateListing, Organization and BreadcrumbList schema to help search engines understand the inventory.
• Optimised the Google Business Profile with service areas, regular posts and photos of recent sales.
• Published buyer and seller guides that answer the questions agents hear every week.

How We Worked

Key Takeaway

Property sites grow faster when they stop competing with portals on generic terms and instead own their local neighbourhoods. Handle sold listings deliberately, write area pages with real local detail, and track enquiries back to the page that produced them. That data tells you which areas deserve more content and which listings deserve more promotion.